ITV spreads World Cup coverage across ITV1, ITVX, and YouTube
ITV has announced its plans for the 2026 FIFA men's World Cup coverage, which will be available across its traditional linear TV channel ITV1, its streaming platform ITVX, and YouTube. Mark Pougatch will lead the coverage.
Key Takeaways
- Coverage will run across ITV1, ITVX, and YouTube for the 2026 FIFA men’s World Cup.
- Mark Pougatch will lead ITV’s World Cup coverage.
- ITV is pairing its linear channel ITV1 with its streaming platform ITVX for the tournament.
- YouTube is part of ITV’s coverage plan, alongside broadcast and streaming.
Why It Matters
ITV is using the World Cup to distribute the same event across linear TV, a streaming platform, and YouTube, which gives it multiple access points for a major live sports property. That matters because live sports still drive platform strategy, and ITV is explicitly treating ITV1 and ITVX as complementary distribution channels. The YouTube component adds a third outlet to watch in the coverage plan. The key detail to track next is how ITV structures the actual program mix across ITV1, ITVX, and YouTube once coverage begins.
Read full article at rxtvinfo.com
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